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Marketing Principles

1. Introduction

MKTG1001 is the first unit in the Marketing major. This unit focuses on consumer responses to various marketing decisions (product mixes, price levels, distribution channels, promotions, etc.) made by private and public organisations to create, develop, defend, and sometimes eliminate, product markets. Emphasis is placed on identifying new ways of satisfying the needs and wants and creating value for consumers. While this unit is heavily based in theory, practical application of the concepts to "real world" situations is essential. Specific topics of study include: market segmentation strategies; market planning; product decisions; new product development; branding strategies; channels of distribution; promotion and advertising; pricing strategies; and customer database management.

Prerequisites: None

2. Difficulty

Difficulty: Low


Due to the engaging and direct delivery of the content by the lecturer, the content in this unit is relatively easy to learn, and simple to understand. Students should focus on the application and integration of their understanding to excel. The basic skills for marketing taught in this introductory course are consistent with other business subjects, complementing the knowledge of students pursuing Commerce degrees.

3. Workload

There are weekly readings and preparation work that should be completed prior to attending tutorials, however, these are relatively simple tasks. The lectures themselves are long, so note-taking may be time consuming but still enjoyable for students. Assignments and assessments are also manageable, which justifies why the workload would be considered "standard" in comparison to other units.

4. Textbooks/Readings

The prescribed textbook is a digital resource from Pearson called Revel, which contains the author narrative from the textbook, embedded media, interactives and quizzes. This digital resource is based on the physical text: 

Armstrong, Denize, Volkov, Adam, Kotler, Ang, Love, Doherty and Van Esch (2021), Principles of Marketing, 8th edition, Pearson: Sydney.

5. Assessment Breakdown
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  • Participation 1 (5%): Students will be awarded marks for their engagement offline and online, preparation and participation during tutorials towards assigned activities. 

  • Participation 2 (2%): Students have two options for completing this assessment: Option 1 - participating in a research study, or Option 2 - research paper review.

  • Mid-Semester Exam (28%): Inclusively assesses all materials from weeks 1-5, including tutorial activities. 

  • Group Project: Student groups of up to 4 members will strategically market an offering that requires research, market justification and analysis. The specified tasks enable students to learn the marketing process in a dynamic way. 

    • Group Presentation (15%): This 10-minute presentation will be submitted via Canvas as a recording, along with a 2 page (max) presentation portfolio 

    • Group Project Report (20%): This group project report is a more comprehensive, finished product of the group presentation, written in a professional report format. 

  • Final Exam (30%): The final exam will inclusively assess all materials from weeks 7-13, including tutorial activities and guest lectures (if applicable). The final exam is listed as a HURDLE TASK which means students must achieve at least 5% of the available marks in that assessment in order to pass the unit.

Please note that assessments may vary across semesters. This information was sourced from the Unit of Study Outline for Semester 1 of 2021, and may be out of date. For the most up-to-date information, refer to the Unit of Study Outline for the semester and year relevant to your studies.

6. Unit Highlights
  • Engaging lecture delivery.

  • Case studies presented throughout the unit are interactive and fun for students.

  • Students have the opportunity to focus on a product that piques their interest and passion, which makes assignments more enjoyable.

  • Students are able to practise critical thinking and develop creative solutions to real-world problems regarding their chosen product.

  • Weekly tutorials generate an active learning environment and help students gain a holistic understanding of principles that will aid them in future aspirations regarding their marketing major.

7. Skills Learnt
  • Use of creativity to devise innovative solutions

  • A solid understanding of principles associated with Marketing

  • How to apply a range of foundational Marketing skills to different products, contexts and ideas

  • Development of critical thinking within a collaborative environment

  • Understanding the importance of cooperative and mediatorial skills among group members

  • Ability to execute presentations in an engaging and captivating manner

  • Practical mindset in approaching projects

  • Pitching ideas persuasively

  • Researching market and industry strategically

8. Lecturer Advice

Marketing Principles is the ultimate foundational entry unit which exposes students to the breadth and width of marketing as an organisational function, a value creator, and an exciting field of practice that is both creative and analytical. Given its role as an introductory unit to the major, there is an extensive glossary of concepts and frameworks but understanding of application is key. With a focus on ‘what and how’, this unit teaches students to be systematic and outcome-oriented. Students have to be a well-balanced performer in both group and individual assessments to do well. 

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